Cooperation Sampling

Cooperation sampling is a marketing strategy in which companies distribute product samples at strategically selected locations in order to address potential customers directly. This technique is often used for new product launches or relaunches to arouse interest and motivate customers to try out the product.

The key to the success of cooperation sampling lies in the careful selection of presentation locations, the so-called touchpoints. Here, products are placed where the target group is most likely to notice them - in stores that stock similar items or in thematically relevant locations such as gyms or hotels. The product presentation can be reinforced by sales stands, information material or accompanying promotions such as competitions.

Professional promoters are often used to present and taste or demonstrate the products. The quality of the promoters is crucial, as they represent the product and help to convince potential customers through their appearance and knowledge.

Cooperation sampling is carried out either directly by manufacturers or by specialized marketing agencies. While large manufacturers often receive support from their retailers, agencies build up specific networks for different product categories. Popular cooperation partners include hairdressing salons or hotels for beauty products.

Measuring the success of cooperation samplings varies depending on the type of campaign. In the case of tastings next to a promotional stand, sales can be recorded directly. When distributing samples in non-buying environments, market research, customer surveys and cooperation partner reporting are important. The analysis of social networks and blogs is also essential, especially in areas such as fashion and food, where bloggers are considered influential cooperation partners.

In addition to direct product promotion, cooperation sampling can also serve as a market research tool. By involving market researchers in product presentations, customer reactions and evaluations can be collected in order to optimize products before they are launched on the market.